https://cris.library.msu.ac.zw//handle/11408/219 2026-05-11T21:12:52Z https://cris.library.msu.ac.zw//handle/11408/7040 Title: The impact of branding strategies on consumer behavior: A case of Kopje Spares in Zimbabwe. Authors: Chitowamombe, Emmanuel Abstract: Modern-day consumers have become so conscious about the product brands they buy and their behaviours and preferences have always been shifting. In response, businesses ought to employ effective branding strategies that directly address the shifting behaviours of consumers. This study was focused on studying the impact of branding strategies on consumer behaviour in the context of Kopje Spares - a retailer and wholesaler of automobile products in Zimbabwe. A mixed methodology and descriptive case study design was followed in conducting this research. Quantitative data for the study was collected using structured self-administered questionnaires from 64 customers that have been transacting with Kopje Spares for at least five years. Descriptive statistics - descriptive frequencies, percentages, mean and mode and standard deviation were the analyses used to describe the research findings. The findings emerging from the key informant interviews involving 3 top managers drawn from the case study company were used as corroborating evidence to the quantitative findings. Quality of automobile products, experiences of friends and relatives with the automobile products on offer, brand exclusiveness and uniqueness, shop image or overall company brand and visible exterior brand attributes of the automobile products were found to be the most crucial elements of brand positioning strategy in the automobile industry. In terms of brand extensions, the consumer prefers new automobile brand extensions, if the existing parent brand is strong and successful, new brand extension fits well with the quality of the existing parent product, the consumers had previous superior experience with the existing parent product, new brand extension has superior and innovative features and if the launching company has a good reputation for launching successful multiple brands. In addition, brand sponsorship positively influence the attitudinal beliefs of consumers by altering their beliefs of perceptions toward liking the sponsoring brand or company; this then positively influence the perceptions of consumers regarding the image of the involved automobile company. Correlation analysis demonstrated that brand positioning; brand sponsorship and brand extension have a statistically significant positive influence on consumer buying behaviour. This study recommends that utmost attention should be given to the quality of the automobile products they sell since customers in this industry value quality, durability and reputation of the product manufacturer. These automobile companies should always forge alliances with internationally recognised automobile products manufacturers with renowned brands. 2020-01-01T00:00:00Z Chitowamombe, Emmanuel https://cris.library.msu.ac.zw//handle/11408/7039 Title: An analysis of de-dollarization on procurement practises in Zimbabwe: A case of Radio Solutions Authors: Munyavi, Kudzai Maurine Abstract: The purpose of the research study was to examine procurement challenges during de-dollarization. Radio Solutions a private company that specialise in digital security systems was used a case study of reference. The study made use of mixed research approach. Convenience and purposive sampling techniques were used in the study. The sample size for this study was 25 non-executive and 5 executive employees. Interviews and questionnaires were used as a data collection instrument. From the findings, it was noted that that procurement challenges during de-dollarization are depressing as limited goods to procure at an expensive rate means business will operate to just barely survive. Unique procurement challenges during de-dollarization include cash shortages as a result of market speculators who may try to chance on the exchange rates fluctuations. These unique procurement challenges during de-dollarization are unfortunately not novel as they have been documented in the literature although theoretical. This study confirmed the impact of those procurement challenges during de-dollarization therefore prudent for companies to have strategies in place to curb some of the discussed effects. The study concluded that the economy of Zimbabwe has faced quite a complex phase in terms of economic performance. This means that the quality of service delivery is affected due to lack of means that cannot simply be substituted by some of the suggested procurement challenges solutions such as brand awareness or procurement budget. The study recommended that may be prudent for local companies to convince their employees who are cynical of foreign accounts on why they are important especially in a volatile economy. In addition, the study concluded that, it is necessary for Radio Solutions to also educate its employees about the value of intellectual property such as their brand as evidence show that they did not think it was an important solution to curb some of the procurement challenges such as lack of goodwill. Having good publicity means companies can give goods on credit with an understanding of the situation, a privilege only reserved to those with good reputation. 2021-01-01T00:00:00Z Munyavi, Kudzai Maurine https://cris.library.msu.ac.zw//handle/11408/7038 Title: The Impact Of Brand Equity On Company Performance: Case Study Of Spar Braeside, Harare Authors: Mutekwa, Privilege Abstract: This research is an investigating of the impact of brand equity on company performance Spar Braeside Retailing Company. Spar retailing is currently facing challenges in strengthening the value of their brand equity. The company performance is deteriorating and efforts to correct the limiting factors are all to no avail hence their competitive advantage in the market has been greatly affected, also competition is intensifying in the industry. The study focuses on examining whether the strengthening of Spar Retailing’s brand equity will improve the company performance. The objectives of the study were to identify the relationship between brand awareness and sales returns, to investigate the relationship between brand loyalty and market growth and to analyze the impact of brand associations on competitive advantage. The research was carried out at Spar Braeside Harare. The research also reviewed literature focusing on three dimensions of brand equity namely brand awareness, brand loyalty and brand associations. The research used the explanatory research design. The target population was 200 and the sample size was 100 which consisted of 90 customers and 10 employees. Interviews and questionnaires were the data collections tools used. The questionnaires were meant for customers and interviews for Spar Retailing employees. From the research it was noted that Spar Retailing Company is not sufficiently investing in the improvement of brand equity. The data collected was presented on tables, graphs, charts. Brand equity has an effect on customer’s purchase decisions and knowing the brand and liking it will yield sales from word of mouth. The research concluded that there is a relationship between brand awareness and sales revenue. Brand Loyalty has an impact on market growth and a positive brand association gives a company a greater competitive advantage. Therefore, Spar Retailing Company was recommended to invest more in promoting its brand awareness, to upgrade its customer relationship management system to enhance loyalty and to form associations that give customers a good perception about the brand. From the research done it is concluded that Spar Retailing Company should strengthen its brand equity in order to enhance its performance. 2020-01-01T00:00:00Z Mutekwa, Privilege https://cris.library.msu.ac.zw//handle/11408/7037 Title: Examination of the relationship between brand equity and company performance: Case of Arundel TM Pick N Pay Authors: Tsakatsa, Lovejoy Abstract: The study sought to examine the relationship of brand equity and business performance of retail companies in Zimbabwe taking a case of TM Pick and Pay Arundel branch. A good and nicely crafted brand is considered as the factor which underpins the success of big multinationals companies (Kotler and Keller, 2014). Brand equity pertains to how the brand is viewed by the customers, which is a form of competitive advantage. The study adopted brand loyalty, brand awareness, brand association and perceived quality as the dimensions of brand equity which, as independent variables have been tested individually against business performance. The objectives of the study, research questions and the conceptual framework were all derived from the relationship between the independent and the dependent variables. The Lovemarks theory was adopted as the theoretical framework of this study. Data was taped through questionnaires from targeted 40 organisations which were customers of the branch together with interviews with senior management of Pick and Pay. Purposive sampling technique was used in the study. The study found that customers for TM Pick and Pay customers were highly aware of the TM Pick n Pay brand while they were loyal to it. It was also found that the customers rated TM Pick n Pay as a high quality brand which also sold high quality products. The association of the brand with Pick and Pay South Africa, Miekles and TM supermarkets helped in enhancing the equity of the brand. The study concluded that almost all of the respondents were firm loyal customers of the branch who rated their level of loyalty between 4 and 5. The customers were also very aware of what the brand offered, that the brand delivered quality and that the other associated brands like Pick and Pay South Africa, TM supermarkets and Miekles were special brands targeting the up market. The study concluded that brand equity and all its dimensions namely brand loyalty, brand awareness, brand association and perceived quality for TM Pick and Pay Arundel branch was positively and significantly influential to both financial and non-financial performance measures like market share, customer satisfaction and profitability. 2020-01-01T00:00:00Z Tsakatsa, Lovejoy